London, United Kingdom, October 11th 2012 – geneOnyx™, a provider of over-the-counter cloud based genetic analytics services for cosmetics and skincare applications, today announces the world’s first on-the-spot DNA skincare test, debuted at The Organic Pharmacy’s flagship UK store. geneOnyx™ has partnered with DNA Electronics Ltd., a developer of semiconductor solutions for real-time DNA and RNA detection, to apply the geneOnyx™ cloud recommendations system to a range of highly active anti-ageing skincare products at the leading health and beauty clinic and store – providing rapid results, without the need to send genetic samples away to a lab. The service is available as an in-store treatment to The Organic Pharmacy customers at the Kings Road store in London. The service preview is being made available to The Organic Pharmacy ahead of a global launch early next year.

The Organic Pharmacy was founded in 2002 by pharmacist Margo Marrone and specialises in products, advice and treatments that are free from toxic ingredients. In addition to its six London stores, the leading health and beauty clinic and retail operation opened its first store in Los Angeles in 2008.

geneOnyx™ is harnessing patented rapid DNA detection technology from Imperial College London spin-out DNA Electronics to provide an individually-tailored recommendation service for selecting the optimal skincare and cosmetic products for individuals based on a scientific analysis of the person’s unique genetic variations and how well a person’s body will react to active product ingredients. geneOnyx™’s revolutionary recommendations system leverages DNA Electronics’ Genalysis® technology to deliver accurate recommendations of the most suitable anti-ageing products for an individual’s skin by detecting the tiny genetic variations in DNA. By matching these unique genetic variations through CosMos™, geneOnyx™'s online skincare products recommendations engine, the result is a personalised skincare recommendation that is tailored to the individual – giving clear guidance on which skincare products best match a person’s skin type and which will deliver optimal results.

The on-the-spot service works via a simple saliva sample test, which delivers purified DNA to a computer microchip that simultaneously amplifies and detects genetic signatures in the DNA using the biological process of Polymerase Chain Reaction (PCR). The DNA computer microchip is plugged into a cloud-connected gateway device linked to CosMos™, geneOnyx™’s cloud-based analysis engine. The genetic test results are analysed to provide a personalised shortlist of skincare products most appropriate and effective to the individual. Results are ready within 30 minutes. CosMos™ includes a comprehensive SMP™ library, a unique mapping database based on geneOnyx™’s extensive research into cosmetic product active ingredients, our genes and how these compounds are metabolised. Following the results, the DNA computer microchip is then immediately and securely disposed of, ensuring that no genetic information is retained or stored.

While most genetic tests available today require the sending of saliva or other biological tissue to a laboratory for testing, the geneOnyx™ system harnesses state-of-the-art on-the-spot DNA detection technology developed by world-leading medical technology pioneer Professor Chris Toumazou FRS, FREng, CEO and Founder of DNA Electronics. Leveraging DNA Electronics’ Genalysis® technology, geneOnyx is now delivering the world’s first commercial application of a lab-free DNA test – bringing on-site, over-the-counter genetic analytics to the consumer cosmetic industry. This approach is set to change the way we purchase and understand skincare with fast, tailored results.

Commenting on the launch of the geneOnyx solution, Dr. John Fleming, London Dermatologist said: “The geneOnyx™ concept addresses a number of user's concerns when selecting a skincare product. It helps identify those topical agents an individual may need (or metabolise better). One will derive more benefit from this approach rather than merely relying on the non-specific claims of a product.”

Commenting on today’s launch, Mandy Siu, Regional Head of Marketing Asia Pacific for geneOnyx™ said: “This is the first phase of a global commercial roll-out for this solution, and we are proud to be bringing this revolutionary service to prestigious skincare clinic The Organic Pharmacy. geneOnyx has a talented team of world-class dermatologists,
geneticists, scientists and engineers who have been working together to create this world first – fast and meaningful product recommendations that are scientifically analysed from each individual’s unique genetics. By harnessing geneOnyx’s innovative skin consultation solution, The Organic Pharmacy continues to serve its customers with an unprecedented level of assurance of beauty results prior to purchase. We as the service provider, as well as skincare end-users, are excited to witness the contribution of geneOnyx and initially The Organic Pharmacy in creating a new era in personal care retail marketing."

Margo Marrone, Founder of The Organic Pharmacy said: “Our DNA determines when we start showing the signs of ageing and how quickly our skin ages. This is unique to each of us. The technological advances unique to the geneOnyx™ system now mean that we can assess how likely you are to age early and also your ability to metabolise active anti-ageing ingredients used in our products. This is set to revolutionise our skincare consultations and product recommendations as we can now deliver the most accurate advice to our customers backed by scientific results in just 30 minutes.”

Professor Chris Toumazou, Chairman and CEO of DNA Electronics and Professor of Imperial College London added: “This is a major milestone for consumerised DNA testing solutions and one that the whole world will be watching. DNA Electronics’ technology is the power behind an entirely new class of semiconductor sequencing and DNA analysis products that are distilling sophisticated laboratory-based genetic testing equipment and making it both very affordable and easy-to-use. Today’s launch has huge significance for the application of true point-of-care DNA testing solutions across medical and non-medical markets alike. The same semiconductor platform technology has been successfully used in the medical industry to sequence the DNA of some of them most severe human diseases.”

The Organic Pharmacy Anti-Ageing DNA service is available at the Kings Road store from 11th October priced £295. It is a one hour consultation including a personalised skincare prescription based on your genetic profile.

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Notes to editors

About geneOnyx:
geneOnyx™ provides a service that offers the world’s first over the counter genetic test with on-the-spot results. The service provides tailored recommendations related to skincare ingredients and associated genetics to select the optimal skincare and cosmetic products. geneOnyx has licensed DNA Electronics’ genetic testing technology.

geneOnyx’ CosMos™ cloud technology provides a comprehensive SMP™ library, a unique mapping database based on geneOnyx™’s extensive research into cosmetic product active ingredients, our genes and how the compounds are metabolised. By mapping the relationship between active ingredients and the genetic variations, this continually updated database allows geneOnyx to perform a completely personalised analysis of the effectiveness of products designed to address skin issues.

This is a revolutionary approach to marketing cosmetics that significantly removes the guesswork involved when selecting the best individual skincare solution.
For more information: www.geneonyx.com

About The Organic Pharmacy:
The Organic Pharmacy is an innovative concept using 21st century technology and research to provide luxurious organic and effective products both for cosmetics and health. Founded by pharmacist and homeopath Margo Marrone and designer Francesco Marrone The Organic Pharmacy is the ?rst pharmacy in the world dedicated to all things organic, and has pioneered the way for luxury organic skin care and supplements emphasising on quality of ingredients, synergy of formualtion and high quality actives. With 6 stores in the UK, one in LA and a presence in some of the most luxurious spa’s and department stores worldwide, The Organic Pharmacy is delighted to be the ?rst in the world to introduce this revolutionary treatment.

DNAe’s Genalysis® portfolio of silicon-based point-of-care solutions delivers fast and accurate portable gene tests with all the appeal of consumer electronics: anytime, anywhere. Interchangeable, disposable “lab-on-chip” cartridges and pipette-free sample preparation kits can be tailored to any sequence of interest, making this a customizable semiconductor technology amenable to a wide variety of applications and markets. The ability to accurately detect DNA in real-time using a standalone, fully portable, low power electronic readout presents disruptive new opportunities in diagnostics, data capture and therapy particularly for medical and healthcare application.

About Professor Chris Toumazou:
Professor Chris Toumazou FRS, FREng is a world-recognised semiconductor and medical technology pioneer, with a specialism in ground-breaking personalised medicine technology and digitised healthcare innovation. He is the Director of the Centre for Bio-Inspired Technology at Imperial College London as well as the Professor of Electronics, Founder of the Institute of Biomedical Engineering and the Chairman and CEO of DNA sequence detection leader DNA Electronics and is the executive Chairman of wireless health monitoring company Toumaz Technology. His many academic and business awards include medals from the Royal Academy of Engineering, the Royal Society World Technology Award for Health and Medicine, and he has been an invited speaker at TEDMED. His key 2001 invention – culminating in the world’s first DNA analysis using standard silicon chips – is now enabling revolutionary new services for clinical healthcare markets worldwide.